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Nordstrom’s Product Page UX

This is a usability benchmark of the product page experience of Nordstrom and 59 other sites. The overall performance of Nordstrom is acceptable.

Notably, Nordstrom's product page performance is hampered by mediocre Auxiliary Content and poor Specifications Sheet, although this is helped somewhat by state of the art Shipping, Returns, and Gifting and Product Images.

Rank: #17 of 60

Usability Score: 406

URL: shop.nordstrom.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 406

Product Page Layout

8 Guidelines · Score: 51.1

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Adhered High · Score: 17.9
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Adhered Low · Score: 7.7
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 107.4

“State of the Art” Performance
Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Adhered Low · Score: 6.4
Guideline #13: Adhered High · Score: 12.8
Guideline #14: Adhered Low · Score: 6.4
Guideline #15: Adhered Low · Score: 6.4
Guideline #16: Adhered Low · Score: 6.4
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 46.0

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Violated Low · Score: -6.4
Guideline #24: Issue Resolved · Score: 12.8
Guideline #25: Adhered Low · Score: 3.8
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
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Product Video & 360-View

4 Guidelines · Score: -12.8

Guideline #28: Violated High · Score: -12.8
Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: -5.1

“Broken” Performance
Guideline #32: Adhered High · Score: 12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Violated Low · Score: -8.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Violated Low · Score: -6.4
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Adhered High · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Adhered Low · Score: 2.6
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Shipping, Returns, and Gifting

7 Guidelines · Score: 74.1

“State of the Art” Performance
Guideline #43: Issue Resolved · Score: 12.8
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Adhered High · Score: 17.9
Guideline #46: Neutral · Score: 0.0
Guideline #47: Adhered High · Score: 7.7
Guideline #48: Adhered High · Score: 7.7
Guideline #49: Adhered High · Score: 15.3
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Product Variations

9 Guidelines · Score: 44.7

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Violated Low · Score: -6.4
Guideline #53: Adhered High · Score: 12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Neutral · Score: 0.0
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Adhered Low · Score: 2.6
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Product Descriptions

7 Guidelines · Score: 49.8

Guideline #59: Adhered Low · Score: 8.9
Guideline #60: Adhered Low · Score: 8.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Violated Low · Score: -6.4
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Specifications Sheet

5 Guidelines · Score: 14.1

Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Violated Low · Score: -6.4
Guideline #68: Not Applicable · Score: 0.0
Guideline #69: Adhered High · Score: 12.8
Guideline #70: Adhered High · Score: 7.7
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User Reviews

13 Guidelines · Score: -11.5

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Violated Low · Score: -10.2
Guideline #74: Violated High · Score: -15.3
Guideline #75: Violated High · Score: -12.8
Guideline #76: Adhered High · Score: 12.8
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: 2.6

Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Violated High · Score: -12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 46.0

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Adhered High · Score: 17.9
Guideline #91: Violated Low · Score: -6.4
Guideline #92: Violated Low · Score: -6.4
Guideline #93: Adhered High · Score: 12.8
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Adhered High · Score: 5.1
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All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Nordstrom adhered to 55 usability guidelines, violated 22, and scored neutral on 3 occasions, while a remaining 18 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Mass Merchant

Overall Nordstrom ranks 17 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 2 in the Mass Merchant industry.

Poor
Acceptable
Good

2. Nordstrom

5. Sears

6. Etsy

7. Costco

8. Amazon

9. Tesco

10. Argos

11. Overstock

12. Macy's

13. Walmart

14. Kohl's

15. Target

16. Debenhams

17. Rakuten

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